The director may by order deny, suspend, or revoke the license of any snowmobile dealer or, in lieu thereof or in addition thereto, may by order assess monetary civil penalties not to exceed five hundred dollars per violation, if the director finds that the order is in the public interest and that the applicant or licensee, or any partner, officer, director, or owner of ten percent of the assets of the firm, or any employee or agent:
(1) Has failed to comply with the applicable provisions of this chapter or any rules adopted under this chapter; or
(2) Has failed to pay any monetary civil penalty assessed by the director under this section within ten days after the assessment becomes final.